A Living from the Land

by William Budington Duryee

Every successful roadside stand operator has built his business on honest dealing and a personal interest in seeing that the buyer is satisfied. This contact between the owner of a small business and a buyer is one that can be capitalized to a very great extent. It is one of the handicaps which a chain-store organization has to face and one that must be developed by the person who wishes to establish a permanent and satisfactory business in this merchandising field. Very often the sale of farm products can be supplemented to the advantage of the stand by offering small ornamental plants or by the display of pet animals, particularly for the younger members of the traveling public.

Success Factors.—A definite program of advertising can be developed with many original features that apply directly to the type of business. If the operator has pride in his products he will be glad to have his name on every package of commodities that he sells. This is good sales propaganda even if it only indicates the confidence of the seller in his products and his willingness to stand behind them. Besides that, however, it creates a knowledge of his name or the designation of his farm or stand among purchasers who will then have a means of identifying it to their friends. A small leaflet, describing the products that are offered for sale and the intention of the operator to give the customer service, can be put in each package at very small cost with good results. It is also possible to prepare leaflets dealing with methods of cooking or of preparation of the commodities sold that will build good will on the part of customers.

The most successful operators, again, are those who do not depend upon casual visitors for their trade but who make of the casual visitor a regular customer and one who will speak a good word to others. In other words, genuine effort must be made to identify the location as a place to which buyers will wish to return as they do to any other place of business that gives satisfactory service. In this way the operator distinguishes himself from his fly-by-night competitors who exist during a week or two when surpluses of commodities are available at low prices and who have no thought beyond that of the immediate sale.

Wherever possible, the attention of the passing consumer should be directed to the stand before he reaches it so that he will be prepared to stop when he comes upon it. Signs of this type on either side of the stand, but some distance each way from it, are more important than is generally recognized. They constitute invitation cards and should be so worded as to excite curiosity and create a feeling in the intending purchaser’s mind that he will make no mistake in stopping to fill his wants at the stand. It goes without saying that both the advertising and the stand itself must be so planned as to attract the purchaser, and every effort should be concentrated on the psychology of such an appeal, avoiding any appearance of slouchiness, which would be more repellent than attractive. The purchaser forms a quick opinion of the stand from the way in which it is conducted and from the appearance of the one who is there to make sales. An attitude of cordial cooperation on the part of the attendant, who is, of course, appropriately dressed and in the right mental attitude, is a factor that must not be overlooked in the effort to create a favorable impression.

Meal Service Amid Farm Surroundings.—Many operators, located at strategic points near main highways, have found that maximum profits are obtained by serving meals prepared from the vegetables supplemented by poultry or other products of the little farm. These meals may be served in a booth or building adjoining the roadside stand or in a room of the house turned into a seasonal dining room. Persons who are city residents quickly learn to appreciate the virtues of fresh vegetables and freshly killed poultry that may be thus served. A schedule of reasonable prices must be maintained if trade is to be built up. Usually special dinners or lunches can be prepared from available products in season, thereby giving the customer more for his money at the least cost and trouble to the operator.

This small home restaurant business can be handled frequently by members of the operator’s household and countless examples can be given of real financial success following such ventures. Expansion can take place as consumer demand develops. Cleanliness, good home cooking, generous portions and prompt and courteous service will work wonders in such a project.

Tourist Guest Houses.—A large number of country homes are now open to the public as tourist guest houses, their owners finding that they can obtain a modest but worth while supplement to other forms of income from them. These tourist guest houses are largely a development of the past several years. Their popularity with automobile travelers appears to be increasing, and there is genuine opportunity for the housewife on a small farm to operate one of these establishments.

It should be kept in mind by the housewife who thinks of opening her home to tourists that the proposition has its drawbacks as well as its advantages. Only a modest fee, often $1.00 for a room and 30 or 35 cents for breakfast, is obtained from each tourist guest. However, a great number of American women have found that the work and trouble occasioned by taking in tourists are worth while and actually enjoy their contacts with the traveling public.

The tourist guest house, obviously, should be located on a road that is well traveled by tourists. A simple and attractive “Tourists Accommodated” sign and a neat and pleasing front yard are needed to interest passers-by in the place. The porch should be neat and attractive and the interior of the house should give the appearance of restfulness, simplicity and comfort.

Tourists usually inquire about prices and look over a place before deciding to stop there; if there are women in the party, one of them usually makes the inquiry. The family should be courteous in answering questions and showing the prospective customers about. They should not be indifferent, and yet must not seem to be too anxious for business. When the travelers decide to stay, the family should endeavor at once to make them feel at home. The guests will frequently ask questions about roads, local resorts and near-by recreational facilities, and the family will find it useful to be informed on these matters.